As David Schwartz, Chief Curator of the Museum of the Moving Image, explains in his introduction to Curator's Choice selections,

An effective campaign commercial works on several levels. It must make an effective argument, either for or against a candidate. It must work on an artistic level, using the tools and techniques of filmmaking to capture viewers' attention and stay in their memory. And it must work on an emotional level, creating a connection with the voter. While a strong advertising campaign does not guarantee election, it often does indicate which candidate has a clearer and more effective message. It is not surprising, therefore, that in most years, the best ads also happen to be in support of the winning candidates.

The site is directed toward high school students and educators and includes eight lesson plans on topics such as the language of political ads, television advertising, an analysis of the political ad as a mini-film, and a session on the process of producing a political commercial.

The Museum plans to continue to add lesson plans and interactive activities for classroom use or independent study.

The content of this website does not necessarily reflect the views or policies of the U.S. Department of Education nor does mention of trade names, commercial products, or organizations imply endorsement by the U.S. Government.